The Research Of Junior Reporter Projects Of Prefecture Level City Newspapers

In recent years,competition between printed media has launched the trend of junior reporter projects,especially from newspapers of prefecture level cities.Each newspaper,through events,&ATL& BTL marketing for the projects,fosters knowledge &development,higher quality education,and media literacy in youth while also leveraging media convergence to achieve the newspaper distribution and business goals.Some newspapers of prefecture level cities have made junior reporter a new product in the context of media convergence,making a lot of contributions to newspaper revenue creation.There are some problems such as imperfect management and lack of maintenance at the same time,these are urgent problems must to be solved.This article,through data analysis,literature review,and interviews,covers the development and progress of junior reporting projects of four metropolitan papers “Changzhou Evening News”,“Nanhu Evening News”,“Zhoushan Evening News” and “Xiangtan Evening News”.Using the relationship and significance of media convergence,newspaper reach & influence,analyzes how these newspapers leveraged the projects to reestablish their position to break markets,deepen each newspapers' participation in NIE initiatives,establish and retain readership,and use the transformation triggered by these projects to launch a in-depth discussion.